Is the customer always right? Putting the power of brand communities to the test

In retail, it’s generally understood that “the customer is always right,” and businesses that can effectively tap into this advice, regardless of their product or service offering, are said to be best placed for success. Investing in customer service channels and technology can be a costly practice, but to quote another popular phrase, “You have to spend money to make money.” Counter to the ‘doom scroll’, social media can be used to not only facilitate productive conversations with

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